We get a lot of the same questions from producers, companies and artists thinking about working with a PR or marketing agency for the first time. Here are honest answers to the most common ones. If yours isn't here, just get in touch — we're always happy to talk.
A theatre PR agency manages the relationship between your production and the media. In practice, that means writing and distributing press releases, building a media list tailored to your show, pitching stories and interview opportunities to journalists and critics, coordinating press nights, managing review embargoes, and following up to maximise coverage.
But it also means things that are harder to quantify: knowing which journalist is right for which story, understanding what makes a pitch land and what makes it land in the bin, and having relationships built over years that mean a call gets returned. The mechanics are learnable. The judgment is what you're paying for.
It varies — genuinely. A focused campaign for a three-week fringe run is a very different brief from ongoing PR for a producing venue or a national tour. Factors that affect cost include campaign length, the number of productions covered, the level of seniority on the account, and whether marketing services are included alongside PR.
We don't publish a standard rate card because we'd rather talk to you about what you actually need and quote accordingly. What we will say: we work with companies at all budget levels, and we're always honest if we think your money would be better spent differently.
Earlier than you think. The best PR campaigns start three to four months before opening, sometimes longer for major productions or Edinburgh. That's not because we need that long to write a press release — it's because the groundwork of relationships, embargo management, long-lead features and strategic timing pays off when it's been properly planned.
That said, we also take on shorter-notice campaigns when we can. If your opening is closer than you'd like, get in touch anyway and we'll tell you honestly what's achievable.
Yes. We work with companies and productions across the UK — regional venues, national tours, community projects in places far from the capital. We also work internationally, particularly at Edinburgh Festival Fringe, where we represent companies from the UK, Europe, Australia, North America and beyond.
Our print distribution service is currently London-focused, but our PR and marketing work has no geographic limit.
The honest answer is: all sorts. Our client list spans commercial West End productions and subsidised venues, major festivals and one-person fringe shows, community arts projects and international touring companies. We work with established organisations on long-term retainers and with first-time producers on single campaigns.
What they have in common is that they're making work we believe in. We're a small agency with a deliberately selective client list — we'd rather do fewer things well than spread ourselves thin.
PR is about earned media: getting journalists, critics and media outlets to cover your work. Marketing is about paid and owned channels: advertising, social media, email, print, design. They're complementary, and the strongest campaigns integrate both — but they're not the same thing and they don't always need the same budget.
For a small production with limited funds, focused PR is often the better investment. For a longer run or a venue building brand awareness over time, integrated PR and marketing gives you the full picture. We'll give you our honest view on what makes sense for your specific situation.
Edinburgh is its own ecosystem. The media landscape is different — the timescales are compressed, the volume of shows is enormous, and the difference between a show that breaks through and one that doesn't often comes down to campaign strategy and media relationships built over many years.
We've been working at the Fringe since 2004. We have a dedicated team on the ground in Edinburgh throughout August, we know which journalists cover which kinds of work, and we have a track record that includes multiple award-winning campaigns. Edinburgh enquiries should go to edinburgh@mobiusindustries.com — and the earlier, the better.
Have a question that isn't answered here? Email us at team@mobiusindustries.com or call +44 (0)20 3195 6269. We're based in Bloomsbury, London, and always happy to talk.